COMM 3383 Lecture Notes - Lecture 1: Elaboration Likelihood Model, Whirr, Intentionality

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Strategy to look at images- have persuasive features. Click-whirr- designed to not make us think, agree with ad. Instrumental function-learning something in order to use it. Our view is that persuasion involves one or more persons who are engaged in the activity of creating reinforcing, modifying, or extinguishing beliefs attitudes (see pg. Can be indirect persuasion, like overhearing or meant to be overheard. Success, goal oriented, looking at failure might tell us about how to improve effectiveness. Clearly associated with words and symbols- mostly language. May i use the copy machine because i"m in a rush. 94% May i use the copy machine because i have to make some copies? 93% because is trigger word, number 3 is closer to number 1. Persuaders often want to control the presentation of messages in an attempt to influence what and how we might think about something.

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